Creating High Conversion Content

Following up on the promise to focus on great content this year, I ran across a piece on MarketingSherpa featuring some highlights from their recent webinar on creatinghigh conversion content. From their five key questions, here are some valuable takeaways:

Develop content for each stage of the buying cycle.

White papers can work for any stage of the buying cycle.

Create content for diversified audiences, targeting IT decision makers and financial decision makers in addition to offering general industry overviews.

Think about ebooks in addition to white papers. Ebooks are longer than white papers, cover a broader scope and often feature an executive or identified industry expert as the author.

Sharing links to third-party articles is totally legal, as long as you link to the original article, rather than re-purposing it as your own thoughts. Use these articles to help educate your prospects on industry trends and news.